#SalesSummit | @kurtshaver
#SalesSummit | @kurtshaver
Building a
Social Selling Culture
Turning Bottoms-Up Tactics Into Top-Down Strategies
Kurt Shav...
#SalesSummit | @kurtshaver
kurt@thesalesfoundry.com
@kurtshaver
#SalesSummit
#SalesSummit | @kurtshaver
Agenda
#SalesSummit | @kurtshaver
Social Business
Social
Selling
#SalesSummit | @kurtshaver
Social Business
Social
Selling
#SalesSummit | @kurtshaver
Social Business
Social
Selling
Isn’t LinkedIn just
for finding a job?
#SalesSummit | @kurtshaver
The Aberdeen Group
31%Greater team quota attainment
with social selling techniques
LinkedIn = Social Media
Talk to
Marketing
#SalesSummit | @kurtshaver
Marketing Sales Rep
B2B Lead Sources
My salespeople
know how to use
LinkedIn.
VP of Sales
500+ Connections
#SalesSummit | @kurtshaver
My salespeople
know how to use
LinkedIn.
VP of Sales
500+ Connections
#SalesSummit | @kurtshaver
My salespeople
know how to use
LinkedIn.
VP of Sales
500+ Connections
#SalesSummit | @kurtshaver
Managed
Strategy and
Formal
Training
Every Rep for
Themselves
Stages of Sales Technology Adopti...
#SalesSummit | @kurtshaver
Managed
Strategy and
Formal
Training
Every Rep for
Themselves
Stages of Sales Technology Adopti...
#SalesSummit | @kurtshaver
Managed
via System
Strategy and
Formal
Training
Every Rep for
Themselves
Stages of Sales Techno...
#SalesSummit | @kurtshaver
Degree of Difficulty
#SalesSummit | @kurtshaver
Degree of Difficulty
#SalesSummit | @kurtshaver
Degree of Difficulty
#SalesSummit | @kurtshaver
The Players
#SalesSummit | @kurtshaver
The Players
VP of Sales
Goals and
Executive Support
#SalesSummit | @kurtshaver
The Players
VP of Sales
Goals and
Executive Support VP Marketing
Creator of Content
#SalesSummit | @kurtshaver
The Players
VP of Sales
Goals and
Executive Support VP Marketing
Creator of Content
Enthusiasti...
#SalesSummit | @kurtshaver
The Players
VP of Sales
Goals and
Executive Support VP Marketing
Creator of Content
Enthusiasti...
#SalesSummit | @kurtshaver
The Players
VP of Sales
Goals and
Executive Support VP Marketing
Creator of Content
Enthusiasti...
#SalesSummit | @kurtshaver
3 Steps
#SalesSummit | @kurtshaver
3 Steps
#SalesSummit | @kurtshaver
3 Steps
#SalesSummit | @kurtshaver
3 Steps
#SalesSummit | @kurtshaver
1. Set Goals
Sales
Appointments
Social Influence
Connections, Introductions,
Groups, Posts
#SalesSummit | @kurtshaver
1. Set Goals
Sales
Appointments
Social Influence
Connections, Introductions,
Groups, Posts
#SalesSummit | @kurtshaver
1. Set Goals
Sales
Appointments
Social Influence
Connections, Introductions,
Groups, Posts
#SalesSummit | @kurtshaver
1. Set Goals
Sales
Appointments
Social Influence
Connections, Intros, Posts
#SalesSummit | @kurtshaver
Examples:
Insurance: Connect with ABCs
#SalesSummit | @kurtshaver
Examples:
Insurance: Connect with ABCs
IT VAR: Intros outside of IT
#SalesSummit | @kurtshaver
Examples:
Insurance: Connect with ABCs
IT VAR: Intros outside of IT
Staffing: Post co. blog and...
#SalesSummit | @kurtshaver
2. Training
2. Training
Knowledge
2. Training
Knowledge Discipline
2. Training
#SalesSummit | @kurtshaver
Elements
Profile Network Prospect Engage
#SalesSummit | @kurtshaver
It Takes Time
#SalesSummit | @kurtshaver
2. Training Options
Miller-Spin-
Centric
#SalesSummit | @kurtshaver
2. Training Options
Marketing
Intern/Social
Media Wiz
Miller-Spin-
Centric
#SalesSummit | @kurtshaver
2. Training Options
Marketing
Intern/Social
Media Wiz
Socially Savvy
Top Rep
Miller-Spin-
Centr...
#SalesSummit | @kurtshaver
2. Training Options
Marketing
Intern/Social
Media Wiz
Socially Savvy
Top Rep
Traditional Sales
...
#SalesSummit | @kurtshaver
2. Training Options
Marketing
Intern/Social
Media Wiz
Socially Savvy
Top Rep
Traditional Sales
...
How are we going to pay
for social sales training?
1. Take from other budgets
2. Co-op funds for resellers
3. Roll up of a...
#SalesSummit | @kurtshaver
3. Manage
What has been your
highest viewed post
this month?
Does anyone here
have high-level
connections at that
account?
How many ...
#SalesSummit | @kurtshaver
LinkedIn Connections of Sales Reps
Se…
0
50
100
150
200
250
300
350
400
450
500
Recommen…
Rep14...
#SalesSummit | @kurtshaver
Se…
0
50
100
150
200
250
300
350
400
450
500
Recommen…
Rep14
Rep1
Rep26
Rep8
Rep27
Rep28
Rep3
R...
Website Visit
Trade Show
LinkedIn
Twitter
Track social lead sources the
same way as traditional lead
sources
Social Selling Dashboard
#SalesSummit | @kurtshaver
3 Steps
#SalesSummit | @kurtshaver
Find Out How Your Team is Doing
• 10 LinkedIn KPIs
• Compare to industry
benchmarks
• Establish...
#SalesSummit | @kurtshaver
Find Out How Your Team is Doing
thesalesfoundry.com/score
*Report fee waived through April for ...
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Kurt Shaver - Building a Social Selling Culture: New B2B Buying Habits

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Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/kurt-shaver

Session Overview
As B2B buying habits have changed due to the Internet, Social Selling has proven to be an effective way to reach decision makers early in the sales cycle. Still, Social Selling has been a bottoms-up approach for most corporations. That is because apps like LinkedIn and Twitter are free tools that salespeople started using before most corporations implemented any standards or training.

Now, sales leaders are wondering how to manage social activities to achieve higher sales productivity. In this session, you will learn:

- The Current State of Corporate Social Selling
- 3 Steps to Building a Social Selling Culture
- New Methods for Managing a Social Selling Team

Published in: Social Media
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Transcript of "Kurt Shaver - Building a Social Selling Culture: New B2B Buying Habits"

  1. 1. #SalesSummit | @kurtshaver
  2. 2. #SalesSummit | @kurtshaver Building a Social Selling Culture Turning Bottoms-Up Tactics Into Top-Down Strategies Kurt Shaver
  3. 3. #SalesSummit | @kurtshaver kurt@thesalesfoundry.com @kurtshaver #SalesSummit
  4. 4. #SalesSummit | @kurtshaver Agenda
  5. 5. #SalesSummit | @kurtshaver Social Business Social Selling
  6. 6. #SalesSummit | @kurtshaver Social Business Social Selling
  7. 7. #SalesSummit | @kurtshaver Social Business Social Selling
  8. 8. Isn’t LinkedIn just for finding a job?
  9. 9. #SalesSummit | @kurtshaver The Aberdeen Group 31%Greater team quota attainment with social selling techniques
  10. 10. LinkedIn = Social Media
  11. 11. Talk to Marketing
  12. 12. #SalesSummit | @kurtshaver Marketing Sales Rep B2B Lead Sources
  13. 13. My salespeople know how to use LinkedIn. VP of Sales 500+ Connections
  14. 14. #SalesSummit | @kurtshaver My salespeople know how to use LinkedIn. VP of Sales 500+ Connections
  15. 15. #SalesSummit | @kurtshaver My salespeople know how to use LinkedIn. VP of Sales 500+ Connections
  16. 16. #SalesSummit | @kurtshaver Managed Strategy and Formal Training Every Rep for Themselves Stages of Sales Technology Adoption
  17. 17. #SalesSummit | @kurtshaver Managed Strategy and Formal Training Every Rep for Themselves Stages of Sales Technology Adoption
  18. 18. #SalesSummit | @kurtshaver Managed via System Strategy and Formal Training Every Rep for Themselves Stages of Sales Technology Adoption
  19. 19. #SalesSummit | @kurtshaver Degree of Difficulty
  20. 20. #SalesSummit | @kurtshaver Degree of Difficulty
  21. 21. #SalesSummit | @kurtshaver Degree of Difficulty
  22. 22. #SalesSummit | @kurtshaver The Players
  23. 23. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support
  24. 24. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support VP Marketing Creator of Content
  25. 25. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support VP Marketing Creator of Content Enthusiastic Top Rep Lead by Example
  26. 26. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support VP Marketing Creator of Content Enthusiastic Top Rep Lead by Example Sales Manager Reinforce during Account Reviews
  27. 27. #SalesSummit | @kurtshaver The Players VP of Sales Goals and Executive Support VP Marketing Creator of Content Enthusiastic Top Rep Lead by Example Sales Manager Reinforce during Account Reviews Sales Ops Communications and Measurement
  28. 28. #SalesSummit | @kurtshaver 3 Steps
  29. 29. #SalesSummit | @kurtshaver 3 Steps
  30. 30. #SalesSummit | @kurtshaver 3 Steps
  31. 31. #SalesSummit | @kurtshaver 3 Steps
  32. 32. #SalesSummit | @kurtshaver 1. Set Goals Sales Appointments Social Influence Connections, Introductions, Groups, Posts
  33. 33. #SalesSummit | @kurtshaver 1. Set Goals Sales Appointments Social Influence Connections, Introductions, Groups, Posts
  34. 34. #SalesSummit | @kurtshaver 1. Set Goals Sales Appointments Social Influence Connections, Introductions, Groups, Posts
  35. 35. #SalesSummit | @kurtshaver 1. Set Goals Sales Appointments Social Influence Connections, Intros, Posts
  36. 36. #SalesSummit | @kurtshaver Examples: Insurance: Connect with ABCs
  37. 37. #SalesSummit | @kurtshaver Examples: Insurance: Connect with ABCs IT VAR: Intros outside of IT
  38. 38. #SalesSummit | @kurtshaver Examples: Insurance: Connect with ABCs IT VAR: Intros outside of IT Staffing: Post co. blog and external source
  39. 39. #SalesSummit | @kurtshaver 2. Training
  40. 40. 2. Training
  41. 41. Knowledge 2. Training
  42. 42. Knowledge Discipline 2. Training
  43. 43. #SalesSummit | @kurtshaver Elements Profile Network Prospect Engage
  44. 44. #SalesSummit | @kurtshaver It Takes Time
  45. 45. #SalesSummit | @kurtshaver 2. Training Options Miller-Spin- Centric
  46. 46. #SalesSummit | @kurtshaver 2. Training Options Marketing Intern/Social Media Wiz Miller-Spin- Centric
  47. 47. #SalesSummit | @kurtshaver 2. Training Options Marketing Intern/Social Media Wiz Socially Savvy Top Rep Miller-Spin- Centric
  48. 48. #SalesSummit | @kurtshaver 2. Training Options Marketing Intern/Social Media Wiz Socially Savvy Top Rep Traditional Sales Training Company Miller-Spin- Centric
  49. 49. #SalesSummit | @kurtshaver 2. Training Options Marketing Intern/Social Media Wiz Socially Savvy Top Rep Traditional Sales Training Company Miller-Spin- Centric Certified Social Selling Specialist
  50. 50. How are we going to pay for social sales training? 1. Take from other budgets 2. Co-op funds for resellers 3. Roll up of assn. or dealers 4. Rep’s own wallet (reimburse?) 5. HR career development funds
  51. 51. #SalesSummit | @kurtshaver 3. Manage
  52. 52. What has been your highest viewed post this month? Does anyone here have high-level connections at that account? How many new appointments have you booked using LinkedIn?
  53. 53. #SalesSummit | @kurtshaver LinkedIn Connections of Sales Reps Se… 0 50 100 150 200 250 300 350 400 450 500 Recommen… Rep14 Rep1 Rep26 Rep8 Rep27 Rep28 Rep3 Rep28 Rep27 Rep32 Rep30 Rep13 Rep4 Rep17 Rep33 Rep19 Rep31 Rep10 Rep35 Rep20 Rep15 Rep22 Rep31 Rep2 Rep24 Rep21 Rep29 Rep6 Rep5 Rep11 Rep16 Rep23 Rep25 Average 400 15 18 27 33 49 65 78 99 116129145151 178 179 185 195 227 228 235 248 257276 312 335 339 359 379 399 500 500 500 500 500 235 400 178 125 189 245264 204 432 342 411 378 234 428 467 406 488 500 463 500 432 500 431 422 432 463 500 500 500 485 500 500 500 500 500 407 # of Connections
  54. 54. #SalesSummit | @kurtshaver Se… 0 50 100 150 200 250 300 350 400 450 500 Recommen… Rep14 Rep1 Rep26 Rep8 Rep27 Rep28 Rep3 Rep28 Rep27 Rep32 Rep30 Rep13 Rep4 Rep17 Rep33 Rep19 Rep31 Rep10 Rep35 Rep20 Rep15 Rep22 Rep31 Rep2 Rep24 Rep21 Rep29 Rep6 Rep5 Rep11 Rep16 Rep23 Rep25 Average 400 15 18 27 33 49 65 78 99 116129145151 178 179 185 195 227 228 235 248 257276 312 335 339 359 379 399 500 500 500 500 500 235 400 178 125 189 245264 204 432 342 411 378 234 428 467 406 488 500 463 500 432 500 431 422 432 463 500 500 500 485 500 500 500 500 500 407 # of Connections +5,994 L1 +1,000,000 L2 +XX,XXX,XXX L3 LinkedIn Connections of Sales Reps
  55. 55. Website Visit Trade Show LinkedIn Twitter Track social lead sources the same way as traditional lead sources
  56. 56. Social Selling Dashboard
  57. 57. #SalesSummit | @kurtshaver 3 Steps
  58. 58. #SalesSummit | @kurtshaver Find Out How Your Team is Doing • 10 LinkedIn KPIs • Compare to industry benchmarks • Establish baseline
  59. 59. #SalesSummit | @kurtshaver Find Out How Your Team is Doing thesalesfoundry.com/score *Report fee waived through April for qualified companies of 25+ reps • 10 LinkedIn KPIs • Compare to industry benchmarks • Establish baseline
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